Since 2007, social media has been an integral part of Danish election campaigns. From humble beginnings, when Anders Fogh Rasmussen invited his Facebook friends to go jogging in Dyrehaven, social media is now an integrated and domesticated part of the population's media image during election campaigns. For politicians, a social media presence is now unavoidable, while both communication and target group selection have become professionalised, and a large part of campaign budgets in election campaigns are spent on social media. Today, strategic political communication on social media is based on target group selection using big data, and the content of the communication is often adapted to algorithmic logics for visibility and popularity. Such a development is a natural part of further societal digitalisation, but also raises interesting questions about the role of data and algorithms in citizens' everyday lives, including the political public sphere and thus the foundation of democracy as we know it.

The project will initially be centred on the analysis and publication of survey data. Based on experience, there is quantitatively and qualitatively enough data for several publications, which will focus on both the latest election and the longitudinal perspective based on time series analyses of social media use from 2011 to 2022/23. These data provide a unique insight into and overview of citizens' relationship with social media in the context of political communication and can lead to derived studies on the schism between the continued intense use of and lack of trust in social media, as also documented in previous studies.